Metrics, successes & flaming disasters in digital marketing

Nestle Ads Speak Directly to the Dogs

Nestle’s latest commercial for Beneful dog food to run on German TV includes sounds that appeal directly to dogs. From the Wall Street Journal:

Although the company has yet to show that using such a novel audio technique in commercials pays off in terms of sales and profits, its efforts, which have been tested this summer in Germany and are this week being extended to Austria, are based on science. Researchers found that some sounds used in the commercial, although some are inaudible to human ears, are appealing to dogs, which may prompt them to wag their tails.

I wonder if one of the German TV networks saw this coming and surveyed its viewers to prove that a big percentage of them are dogs.